To conduct market research, we must first make clear the objectives of market research. According to the different needs of enterprises, the objectives of market research are also different. When making business strategy, enterprises must investigate the development trend of macro-market environment, especially the future development of their industries. When making marketing strategy, enterprises should investigate market demand, market competition, consumer buying behavior and marketing elements; When enterprises encounter problems in operation, they should conduct market research on the existing problems and their causes.
2 Design survey plan
A perfect market research scheme generally includes the following aspects:
2. 1 investigation requirements
According to the objectives of the market survey, the specific purpose requirements of this market survey are listed in the survey plan. For example, this market adjustment
The purpose of the survey is to understand the industry and consumption preference of consumers buying a certain product.
2.2 Respondents
The objects of market research are generally consumers, retailers and wholesalers. Retailers and wholesalers are merchants who distribute the products under investigation, and consumers are generally consumer groups who use the products. When taking consumers as the survey object, it should be noted that sometimes the buyers and users of a certain product are inconsistent, such as the baby food survey, and the survey object should be the mother of the child. In addition, it should be noted that the consumers of some products are mainly aimed at a specific consumer group or a certain consumer group. At this time, respondents should pay attention to the main consumer groups of products. For example, cosmetics, respondents mainly choose women; For alcoholic products, the respondents are mainly men.
ォ 2.3 Investigation Contents
The survey content is the basis of data collection and helps to achieve the survey objectives. The specific investigation content can be determined according to the purpose of market research. For example, when investigating consumer behavior, we can list the specific content items of the investigation from three aspects: consumer purchase, use and post-use evaluation. The contents of the investigation should be comprehensive, specific, clear and concise, and avoid covering everything, too much content and too complicated, and avoiding including content irrelevant to the purpose of the investigation.
2.4 Questionnaire
Questionnaire is the basic tool of market research, and the quality of questionnaire design directly affects the quality of market research. When designing the questionnaire, we should pay attention to the following points: (1) The design of the questionnaire should closely follow the survey topic, highlight the key points and avoid unnecessary problems; (2) The questions in the questionnaire should be easily accepted by the respondents to avoid the questions that the respondents are unwilling to answer or make them embarrassed; (3) The order of questions in the questionnaire should be clear, logical and logical. Generally easy questions can be put in front, difficult questions in the middle, sensitive questions at the end, closed questions at the front and open questions at the back; (4) The content of the questionnaire should be concise, and simple, direct and unbiased words should be used as far as possible to ensure that the respondents can complete the questionnaire in a short time.
2.5 Scope of investigation area
The scope of investigation area should be consistent with the sales scope of enterprise products. When conducting a market survey in a city, the survey area should be the whole city. However, due to the limited number of survey samples, the survey area cannot be spread all over the city. Generally speaking, according to the population distribution of the city, mainly considering the income and education level in demographic characteristics, several small survey areas can be delineated in the city. The principle of division is to make the comprehensive situation of each region consistent with the overall situation of the city, and the total sample will be distributed to each region in proportion. This can relatively narrow the scope of investigation, reduce the workload of field visits, improve the efficiency of investigation and reduce costs.
2.6 sampling
The survey sample should be taken from the survey object. Because the survey objects are widely distributed, it is necessary to make a sampling plan to ensure that the sampling instinct reflects the overall situation. The number of samples can be determined according to the accuracy of market research. The higher the accuracy of market survey results, the more samples, but the higher the survey cost. Generally speaking, the appropriate number of samples can be determined according to the use of market research results. In the actual market survey, the sample number of a medium-sized city market survey can be selected between 200 ~ 1000 according to the requirements of the survey items, and the sampling method in statistics can be used for sample extraction. In the specific sampling, we should pay attention to the control of the demographic characteristics of the samples to ensure that the demographic characteristics of the samples are consistent with the overall demographic characteristics of the respondents.
2.7 methods of data collection and collation
In market research, the commonly used data collection methods are investigation, observation and experiment. Generally speaking, the former method is suitable for descriptive research and the latter two methods are suitable for exploratory research. When enterprises do market research, the survey methods are common, which can be divided into interview, telephone survey, mailing, lien and so on. These investigation methods have their own advantages and disadvantages, which are suitable for different investigation occasions, and enterprises can choose according to the requirements of actual investigation projects. Generally, statistical methods can be used to sort out the data. Using Excel worksheet, you can easily process the questionnaire and get a lot of statistical data.
ォ 3 The investigation work plan has been made.
3.1Organizational leadership and staffing
Establish the organization and leadership of the market research project. The marketing department or planning department of the enterprise can be responsible for the organization and leadership of the survey project, and set up a market research team for the survey project to be responsible for the specific organization and implementation of the project.
3.2 Recruitment and training of interviewers
Interviewers can be recruited from college students majoring in economic management, and the number of questionnaires that each interviewer can complete in 1 day can be determined according to the time of completing all questionnaires in the survey items, and the number of interviewers can be approved. Necessary training should be given to interviewers, including: (1) basic methods and skills of interview investigation; (2) Investigate the basic situation of products; (3) field investigation work plan; (4) Investigation requirements and precautions.
3.3 Work progress
Arrange a timetable for the whole process of market research project, and determine the work content and time required for each stage. The market survey includes the following stages: (1) the preparation course of the survey, including questionnaire design, sampling, interviewer recruitment and training, etc. (2) field investigation stage; (3) the statistical processing and analysis stage of the questionnaire; (4) Write an investigation report.
3.4 Cost budget
The cost budget of market research mainly includes the design and printing of questionnaires; Interviewer training fee; Tourist service fee; Gift fee; Questionnaire statistics processing costs, etc. Enterprises should verify the expenses that will occur in the process of market research and reasonably determine the total cost budget of market research.
4. Organize field investigation.
After the market survey preparation is completed, the questionnaire field survey is started, and the organization of the field survey should do a good job in two aspects.
4. 1 Do a good job in organizing and leading the field investigation.
Field investigation is a complicated and tedious work. It is necessary to determine the number of survey samples, the number of investigators, the number of samples that each investigator should visit and the visit route according to the pre-determined survey areas, and each survey area is equipped with one.
Supervisor; Clarify the tasks and responsibilities of investigators and visitors, and ensure that the tasks are put in place and play a role.
Clear objectives and responsibilities. When it is necessary to control some characteristics of the survey sample, it should be decomposed into each visitor, for example, A.
Survey items: The survey sample is 1000 people, and 600 men and 400 women need to be surveyed, with a ratio of 3: 2, so that the ratio of men to women in the sample surveyed by each interviewer should be controlled at 3: 2, thus ensuring the control of the ratio of men to women in the total sample.
4.2 Coordinate and control the on-site investigation.
ォサササ1277777 We should keep abreast of the problems encountered by the interviewer during the interview, help solve them, and put forward a unified solution to the problems encountered in the investigation. After the interview every day, the interviewer should first check the questionnaire, and then the supervisor should check the questionnaire to find out the existing problems so as to improve them in time.
ォ 5 collation and analysis of survey data
After the case is closed, the survey data will be sorted and analyzed. After completing the questionnaire collection, the investigators will check the questionnaires one by one, eliminate the unqualified questionnaires, and then uniformly number the qualified questionnaires to facilitate the statistics of the survey data. The statistics of survey data can be completed by Excel spreadsheet software. After the survey data are input into the computer and run by Excel software, a large number of tabulated statistical data can be obtained. With the above statistical results, we can make a comprehensive analysis of the survey content according to the requirements of the survey purpose.
ォ wrote an investigation report on the 6th.
ォプ Writing a survey report is the last work content of market research, and the results of market research work will be reflected in the final survey report and submitted to enterprise decision makers as the basis for enterprises to formulate marketing strategies. The market survey report should be written in a standardized format, and a complete market survey report format consists of topics, contents, abstracts, texts, conclusions and suggestions, annexes, etc.
How to do an investigation
1 Define the investigation objectives
To conduct market research, we must first make clear the objectives of market research. According to the different needs of enterprises, the objectives of market research are also different. When making business strategy, enterprises must investigate the development trend of macro-market environment, especially the future development of their industries. When making marketing strategy, enterprises should investigate market demand, market competition, consumer buying behavior and marketing elements; When enterprises encounter problems in operation, they should conduct market research on the existing problems and their causes.
2 Design survey plan
A perfect market research scheme generally includes the following aspects:
2. 1 investigation requirements
According to the objectives of the market survey, the specific purpose requirements of this market survey are listed in the survey plan. For example, this market adjustment
The purpose of the survey is to understand the industry and consumption preference of consumers buying a certain product.
2.2 Respondents
The objects of market research are generally consumers, retailers and wholesalers. Retailers and wholesalers are merchants who distribute the products under investigation, and consumers are generally consumer groups who use the products. When taking consumers as the survey object, it should be noted that sometimes the buyers and users of a certain product are inconsistent, such as the baby food survey, and the survey object should be the mother of the child. In addition, it should be noted that the consumers of some products are mainly aimed at a specific consumer group or a certain consumer group. At this time, respondents should pay attention to the main consumer groups of products. For example, cosmetics, respondents mainly choose women; For alcoholic products, the respondents are mainly men.
ォ 2.3 Investigation Contents
The survey content is the basis of data collection and helps to achieve the survey objectives. The specific investigation content can be determined according to the purpose of market research. For example, when investigating consumer behavior, we can list the specific content items of the investigation from three aspects: consumer purchase, use and post-use evaluation. The contents of the investigation should be comprehensive, specific, clear and concise, and avoid covering everything, too much content and too complicated, and avoiding including content irrelevant to the purpose of the investigation.
2.4 Questionnaire
Questionnaire is the basic tool of market research, and the quality of questionnaire design directly affects the quality of market research. When designing the questionnaire, we should pay attention to the following points: (1) The design of the questionnaire should closely follow the survey topic, highlight the key points and avoid unnecessary problems; (2) The questions in the questionnaire should be easily accepted by the respondents to avoid the questions that the respondents are unwilling to answer or make them embarrassed; (3) The order of questions in the questionnaire should be clear, logical and logical. Generally easy questions can be put in front, difficult questions in the middle, sensitive questions at the end, closed questions at the front and open questions at the back; (4) The content of the questionnaire should be concise, and simple, direct and unbiased words should be used as far as possible to ensure that the respondents can complete the questionnaire in a short time.
2.5 Scope of investigation area
The scope of the investigation area should be consistent with the sales scope of enterprise products. When conducting a market survey in a city, the survey area should be the whole city. However, due to the limited number of survey samples, the survey area cannot be spread all over the city. Generally speaking, according to the population distribution of the city, mainly considering the income and education level in demographic characteristics, several small survey areas can be delineated in the city. The principle of division is to make the comprehensive situation of each region consistent with the overall situation of the city, and the total sample will be distributed to each region in proportion. This can relatively narrow the scope of investigation, reduce the workload of field visits, improve the efficiency of investigation and reduce costs.
2.6 sampling
The survey sample should be taken from the survey object. Because the survey objects are widely distributed, it is necessary to make a sampling plan to ensure that the sampling instinct reflects the overall situation. The number of samples can be determined according to the accuracy of market research. The higher the accuracy of market survey results, the more samples, but the higher the survey cost. Generally speaking, the appropriate number of samples can be determined according to the use of market research results. In the actual market survey, the sample number of a medium-sized city market survey can be selected between 200 ~ 1000 according to the requirements of the survey items, and the sampling method in statistics can be used for sample extraction. In the specific sampling, we should pay attention to the control of the demographic characteristics of the samples to ensure that the demographic characteristics of the samples are consistent with the overall demographic characteristics of the respondents.
2.7 methods of data collection and collation
In market research, the commonly used data collection methods are investigation, observation and experiment. Generally speaking, the former method is suitable for descriptive research and the latter two methods are suitable for exploratory research. When enterprises do market research, the survey methods are common, which can be divided into interview, telephone survey, mailing, lien and so on. These investigation methods have their own advantages and disadvantages, which are suitable for different investigation occasions, and enterprises can choose according to the requirements of actual investigation projects. Generally, statistical methods can be used to sort out the data. Using Excel worksheet, you can easily process the questionnaire and get a lot of statistical data.
ォ 3 Make investigation work plan
3.1Organizational leadership and staffing
Establish the organization and leadership of the market research project. The marketing department or planning department of the enterprise can be responsible for the organization and leadership of the survey project, and set up a market research team for the survey project to be responsible for the specific organization and implementation of the project.
3.2 Recruitment and training of interviewers
Interviewers can be recruited from college students majoring in economic management, and the number of questionnaires that each interviewer can complete in 1 day can be determined according to the time of completing all questionnaires in the survey items, and the number of interviewers can be approved. Necessary training should be given to interviewers, including: (1) basic methods and skills of interview investigation; (2) Investigate the basic situation of products; (3) field investigation work plan; (4) Investigation requirements and precautions.
3.3 Work progress
Arrange a timetable for the whole process of market research project, and determine the work content and time required for each stage. The market survey includes the following stages: (1) the preparation course of the survey, including questionnaire design, sampling, interviewer recruitment and training, etc. (2) field investigation stage; (3) the statistical processing and analysis stage of the questionnaire; (4) Write an investigation report.
3.4 Cost budget
The cost budget of market research mainly includes the design and printing of questionnaires; Interviewer training fee; Tourist service fee; Gift fee; Questionnaire statistics processing costs, etc. Enterprises should verify the expenses that will occur in the process of market research and reasonably determine the total cost budget of market research.
4. Organize field investigation.
After the market survey preparation is completed, the questionnaire field survey is started, and the organization of the field survey should do a good job in two aspects.
4. 1 Do a good job in organizing and leading the field investigation.
Field investigation is a complicated and tedious work. It is necessary to determine the number of survey samples, the number of investigators, the number of samples that each investigator should visit and the visit route according to the pre-determined survey areas, and each survey area is equipped with one.
Supervisor; Clarify the tasks and responsibilities of investigators and visitors, and ensure that the tasks are put in place and play a role.
Clear objectives and responsibilities. When it is necessary to control some characteristics of the survey sample, it should be decomposed into each visitor, for example, A.
Survey items: The survey sample is 1000 people, and 600 men and 400 women need to be surveyed, with a ratio of 3: 2, so that the ratio of men to women in the sample surveyed by each interviewer should be controlled at 3: 2, thus ensuring the control of the ratio of men to women in the total sample.
4.2 Coordinate and control the on-site investigation.
ォサササ1277777 We should keep abreast of the problems encountered by the interviewer during the interview, help solve them, and put forward a unified solution to the problems encountered in the investigation. After the interview every day, the interviewer should first check the questionnaire, and then the supervisor should check the questionnaire to find out the existing problems so as to improve them in time.
ォ 5 collation and analysis of survey data
After the case is closed, the survey data will be sorted and analyzed. After completing the questionnaire collection, the investigators will check the questionnaires one by one, eliminate the unqualified questionnaires, and then uniformly number the qualified questionnaires to facilitate the statistics of the survey data. The statistics of survey data can be completed by Excel spreadsheet software. After the survey data are input into the computer and run by Excel software, a large number of tabulated statistical data can be obtained. With the above statistical results, we can make a comprehensive analysis of the survey content according to the requirements of the survey purpose.
ォ wrote an investigation report on the 6th.
ォプ Writing a survey report is the last work content of market research, and the results of market research work will be reflected in the final survey report and submitted to enterprise decision makers as the basis for enterprises to formulate marketing strategies. The market survey report should be written in a standardized format, and a complete market survey report format consists of topics, contents, abstracts, texts, conclusions and suggestions, annexes, etc.